AS1 (As One Sports)
Iberian Deal Powerhouse
UK €780mm
Key Facts
Also known as: AS1 Sports Group • AS1 Bidco
Founded: December 2024, through a Bruin Capital–backed merger of Nomi Sports, Position Number, Promoesport & Football Division Worldwide
Headquarters: 4th Floor, 95 Gresham Street, London EC2V 7AB, United Kingdom
Players: ≈ 280 registered clients (110 in top-tier leagues; total squad value ~€780 m)
FIFA/FA registration:
• Raúl Pais da Costa – FPF ID 202304-1311 (Portugal)
• Miguel Rúben Pinho – FIFA-licensed
Languages: English, Spanish, Portuguese, French, Italian, German
Regions covered: 35 countries across Europe, South America, North America, Middle East & Africa
Email: https://as1sports.com/contact/
Instagram: https://www.instagram.com/as1sports/
LinkedIn: https://www.linkedin.com/company/as1-sports
About
AS1 is a top-ten global football agency launched in December 2024 after Bruin Capital consolidated four Iberian- and Latin-centric firms. With more than 90 staff and offices in London, Barcelona, Porto, São Paulo and Dubai, the group markets itself as a “holistic, 360°” manager, offering career planning, commercial strategy and data-driven performance support. It now boasts the largest player contingent in La Liga and an expanding footprint in the Premier League and Bundesliga.
The agency acquired Austrian More Than Sport and Greek Prosport agencies in 2026 to expand their operations and presence.
Key People
Founder & CEO: Ignacio Aguillo (former Atlético Madrid and RC Lens executive)
Founding Partners: Raúl Pais da Costa, Miguel Pinho Sr., Rodri Baster, Miguel Rúben Pinho, Manuel Sierra
Chairman: George Pyne (Founder/CEO, Bruin Capital)
Licensed agents (sample): Raúl Pais da Costa, Alejandro Campano, Agoney Peraza, Alessio Secco
Client Roster
Top players (current)
Bruno Fernandes (Manchester United)
Luis Díaz (FC Bayern Munich)
Nuno Mendes (Paris Saint-Germain)
Goncalo Inácio (Sporting CP)
Piero Hincapié (Arsenal)
Geny Catamo (Sporting CP)
Alberto Costa (FC Porto)
Rising talents / U23
Kendry Páez (RC Strasbourg)
Dário Essugo (Chelsea)
Juanlu Sánchez (Sevilla)
Geny Catamo (Sporting CP)
Pablo Garcia (Real Betis)
Notable former / transitioning clients
Adama Traoré (Fulham)
Marc Roca (Real Betis)
Moisés Caicedo (Chelsea)
Coaches/Staff represented
Rúben Amorim (Manchester United head coach)
Javi Gracia (Watford)
Vicente Moreno (Al-Wakrah SC)
Notable Deals
2023 – Moisés Caicedo: Brighton → Chelsea, £115m, eight-year contract (British record)
2024 – Agency launch: Bruin Capital acquires four agencies, creating AS1 (transaction ≈ $310 m)
2025 – Luis Díaz: Liverpool → Bayern Munich, €75m, four-year deal
2025 – Bruno Fernandes: Manchester United extension to 2027 (+ 1-year option)
2025 – Rúben Amorim: appointed Manchester United manager on a three-year contract
Fees shown are indicative estimates (not official).
Services
Contract negotiation & transfer brokerage
Image rights, sponsorship & brand strategy
PR / social-media content & reputation management
Legal, tax & immigration support
Data-driven performance analytics & scouting
Wellness: nutrition, mental health, injury rehab & lifestyle concierge
Partner Network
Strategic ties with Premier-League, La Liga and Liga Portugal clubs (e.g., Chelsea, Sporting CP, Manchester United, Benfica)
Collaboration with Bruin Capital portfolio companies for commercial activations
Network of specialist lawyers, physios and marketing agencies in Spain & Portugal
Track Record (2022-23 → 2024-25)
Total transfers completed: ≈ 180
Deals ≥ €10 m: about 30 (Caicedo, Díaz, Inácio, Hincapié, etc.)
Clients in top-5 European leagues 2024-25: 100 +
Senior national-team clients: 60 + across 20 federations
Renewal / extension deals: 70 + (Fernandes, Díaz, Mendes)
Fees shown are indicative estimates (not official).
Approach & Philosophy
AS1 promotes a “Rise As One” ethos, combining relationship-led representation with rigorous data analytics. Former club executives and scouts model tactical fit and salary benchmarks, while in-house brand teams build individual narratives to maximise off-pitch value. Long-term planning emphasises gradual step-ups through strategic loans and tailored commercial portfolios.
Fees & Transparency
Typical commission 5–7 % of gross player salary (in line with the forthcoming FIFA 6 % cap)
Dual representation permitted with written consent; combined fee ceiling 10 %
Image-rights revenues routed through client-owned SPVs; reimbursable expenses itemised quarterly
Compliance & Reputation
Disciplinary actions / sanctions: None publicly recorded for AS1 or its principals
Media sentiment: Generally positive for Iberian talent pipeline; some scrutiny over private-equity backing
Awards / recognition: Ranked among the top-ten global football agencies by multiple 2025 industry lists
Awards / Recognition
Inside World Football “Top Global Agency to Watch” (2025)
AS1 brand shortlisted for the 2025 World Football Summit Innovation Award
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